PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN MOTOR MATIC BRAND HONDA DI KOTA SEMARANG

Mohammad, Rizki Dian Prasetyo (2025) PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN MOTOR MATIC BRAND HONDA DI KOTA SEMARANG. Skripsi thesis, Universitas BPD.

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Abstract

The increasing role of digital information in consumer behavior, particularly through online reviews and ratings, significantly influences product perception. This study applies the Theory of Planned Behavior and the concept of Electronic Word of Mouth to examine the influence of Online Customer Review and Online Customer Rating on Purchase Decision. A quantitative method was employed using a survey approach involving 96 respondents selected through purposive and snowball sampling techniques. Multiple linear regression analysis shows that both Online Customer Review and Online Customer Rating have a positive and significant effect on Purchase Decision. Online reviews and ratings play a crucial role in shaping consumers' purchasing decisions for Honda automatic motorcycles, even though the purchases are made offline. These findings emphasize the importance of digital reputation as a strategic marketing tool in the conventional automotive industry.

Item Type:	Thesis (Skripsi)
Additional Information:	Meningkatnya peran informasi digital dalam perilaku konsumen khususnya melalui ulasan dan rating online yang memengaruhi persepsi terhadap produk. Penelitian menerapkan teori Planned Behavior dan konsep Electronic Word of Mouth untuk menguji variabel Online Customer Review dan Online Customer Rating Terhadap Keputusan Pembelian. Metode yang digunakan adalah kuantitatif dengan pendekatan survei kepada 96 responden yang dipilih melalui teknik purposive dan snowball sampling. Analisis regresi linear berganda menunjukkan bahwa baik Online Customer Review dan Online Customer Rating berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Ulasan dan rating pelanggan secara daring memainkan peran penting dalam membentuk keputusan pembelian konsumen terhadap motor matic Honda, meskipun pembelian dilakukan secara offline. Hasil ini menguatkan pentingnya reputasi digital sebagai alat pemasaran dalam industri otomotif konvensional.
Uncontrolled Keywords:	Online Customer Review, Online Customer Rating, Purchase Decision
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HJ Public Finance
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S1
Date Deposited:	18 Oct 2025 07:26
Last Modified:	18 Oct 2025 07:26
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/2890

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